From the show floor at Licensing Expo to emerging trends shaping the broader marketplace, the YPN Committee is keeping a close eye on what’s next for the global brand licensing industry. We asked this group of young professionals to share the trends capturing their attention and shaping conversations across the business.

2026 LICENSING EXPO TRENDS 

Food & Beverage Continues its Licensing Momentum

For Alex Ruiz, Business Development Manager at Brandgenuity, one of the most notable developments at Licensing Expo 2026 was the continued rise of food and beverage licensing.

“One of the biggest trends coming out of Licensing Expo 2026 is that food and beverage collaborations continue to establish themselves as core to the licensing landscape. F&B has exploded from formerly niche, limited-time opportunities to one of the hottest collaboration engines at retail. The category now ranks as third highest for growth. Partnerships within confections, salty snacks, frozen foods, and many other F&B formats were impossible to miss on the show floor. Consumers now see food and beverage choices as more than just a basic snack or meal occasion. What they consume reflects a lifestyle and identity. This shift into lifestyle territory is exactly why F&B is becoming one of the most powerful platforms for brand storytelling in licensing today.”

Brands Embrace Fan Expertise

Berit Ginsberg, Senior Manager & Team Lead, Brand Marketing at King Features – A unit of Hearst, observed a growing appreciation for fans as experts on the brands they love.

“One trend I noticed throughout Licensing Expo was a growing appreciation for fans as experts on the brands they love. The examples that stuck with me most were products and partnerships that showed a real understanding of fan culture and the shared references that matter to those communities. As fandoms become more connected online, brand owners need to stay plugged into those conversations. More and more, it feels like fans are rewarding brands that show they’re in on the joke.”

AI and Sports-Lifestyle Collaborations Continue to Grow

Artificial intelligence was impossible to ignore at the tradeshow, according to Tyler Jubard, Manager, Business Development at Octane5 International.

“One of the biggest trends I noticed at Licensing Expo 2026 was just how much AI has become part of the industry. It seemed like every conversation, booth, and presentation touched on it in some way. From service providers to character brands, AI is helping teams move faster and get more done. Something else I’ve continued to notice is the crossover between sports and lifestyle brands. There are some really cool collaborations coming out of both the collegiate and pro sports space, and as a sports fan it’s been fun to see those partnerships come to life.”

INDUSTRY TRENDS TO WATCH

Building Brands That Grow with Their Audience

Outside of Expo, Zoe Stevens, Consumer Products Assistant at Scholastic, has been watching how evergreen preschool brands are becoming more strategic about engaging consumers beyond childhood.

“Evergreen preschool brands are thinking earlier about how to age up their audience through licensing. Rather than waiting for today’s kids to become nostalgic, brands are laying the foundation now through lifestyle collaborations, social content, and collectibles that can grow with their audience over time. This allows brands to be more intentional about which areas of the kidult market they want to enter, rather than letting nostalgia-driven purchasing habits determine the strategy for them.”

Cultural Moments Become Powerful Licensing Platforms

Jess Ketterer, Marketing Manager at Marquee Brands, sees brands increasingly leveraging major cultural moments to drive licensing opportunities and consumer engagement.

“One of the biggest trends I’m seeing in the industry is how brands are leveraging major cultural moments like the FIFA World Cup and America 250 through official partnerships and seasonal product programs. Companies are launching officially licensed products and packaging to capitalize on the excitement of these events, while others are created themed collections that tap into broader storytelling. This reflects a shift toward using major events as platforms for storytelling, limited-edition products, and deeper consumer engagement.” 

LOOKING AHEAD

Whether identified on the Licensing Expo show floor or through broader industry observation, these trends point to an increasingly dynamic licensing marketplace. Food and beverage collaborations, fan-driven brand engagement, AI-powered innovation, sports and lifestyle partnerships, long-term audience development, and culturally relevant product programs are all creating new opportunities for brands to connect with consumers in meaningful ways.